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Show TRUTH about ADVERTISING I By CHARLES B. ROTH OF WHAT CAN A MAN BE PROUD? ROBERT LOUIS STEVENSON a gentle and a good man, asked m dedicating one of his books to a friend, a question which has but one answer. He asked: "Of what can a man be proud if not of his friends'" Friendship is the finest thing in human experience, but it is not confined con-fined to tlie narrow limits of one person to another person. There are friendships friend-ships of different kinds. For example, there are the friendships friend-ships of business, and they are surely the finest part of business. Just as a man values his personal per-sonal friends above almost everything else in life, so does ; 1 Charles Roth a business value its business friendships. friend-ships. The way a business wins friends is the same way that an individual wins them: by deserving them. First the business must give its friends value for their money. Second Sec-ond it must keep its word. Third it must not neglect them, else they will leave. "Friendship," said wise and candid can-did old Doctor Samuel Johnson, "must be kept in repair." Merchants and manufacturers, realizing re-alizing this, keep their friendships in repair by going out of the way to give value and service and also by proclaiming their regard for their friends on frequent occasions. The form of these proclamations is advertising, which appears in the newspaper and tells of the values being offered, of the service available avail-able and of reasons why you can become and remain their customers to your profit and satisfaction. Business men who advertise realize real-ize that friendship is a pleasure and that it is also a responsibility. Whenever a business man advertises adver-tises it is a sign that he is seeking the friendship of persons and that he is willing to assume the responsibility respon-sibility of being a good friend. His advertising is a warranty that he will do his best to be worthy of his friend's confidence by providing provid-ing the best and the most economical economi-cal goods. You can't keep friends if you cheat or overcharge. His advertising is a proof that he values their friendship and intends to be worthy of it. You can't keep friends unless you are willing to live up to your highest ideals, not only for the present, but also for the future. The advertising in the newspaper is much more than so many commercial com-mercial announcements. It is an overture toward friendship by a man or a product which means to be worthy of your friendship. Charles B. Both. |